The LUMO is an interactive projector for kids. Working together with the creators of the LUMO, we wrote, produced, directed, and edited this promotional video for their Indiegogo campaign. Before this video came out, LUMO’s IndieGoGo campaign had stagnated at about $15,000 (far shorter than their modest $90,000 goal). They were able to rocket to $98,000 after our video was released.
And now, their project has over 20,000 likes on Facebook.
Not many people can immediately picture an interactive projector, let alone imagine how their kids will engage with it or keep one in their home. So, we had to build a video that would quickly and simply demonstrate the LUMO, a product that didn’t yet exist.
Having worked with LUMO’s parent company for many years, we were already familiar with the challenges of shooting and editing projection (not washing out the surface, preventing scan lines, etc), so we focused more on:
- Creating good “product fiction”. For those not in the manufacturing and design biz, it means building promotional material for a product that does not yet physically exist. There was no real LUMO on our shoot. We had to create it through compositing and with a 3D printed model of what the product might eventually look like. In the end, though, the product is only a channel through with an experience is created, so we focused much more on the games and the kids’ enjoyment of them.
- Telling a story. We wanted people to immediately connect with the video, so we built a little story about a birthday party where kids would gather together to play. We felt it would be important to show how active the kids are – and how exhausted they are when everyone goes home at the end of the night (don’t parents love that?)
- Working with children. We let the toy do most of the work, because it honestly is a ton of fun to play with. But we needed a star who could give us enough “story” elements – show the curiosity and excitement in a very natural way… and that was a big challenge. In the end, we learned that (a) the more people to wrangle kids, the better and (b) you can only do a handful of takes before the kid is totally over it.
This project was successful beyond our expectations, reaching now millions of viewers around the world.
We made a big decision near the end of the process to cut out a lot of unnecessary junk. We had written a script with a story: girl is bored before her birthday party, but a special gift makes her party magical. We had all these shots of her friends coming to the door, her sitting on the couch waiting for the party to start, the parents getting chipbowls ready…. It was about 10-15 seconds of an introduction. In the end, the story intro was unnecessary because
…Facebook launched video autoplay right around the time our video came out.
So, we cut out the preamble and went straight for the gold – the shot of our birthday girl unwrapping her gift. This shot immediately piques a viewer’s curiosity… What did this little girl get? What is that guy attaching to the wall? How is it lighting up the floor? Is that a game?
This, combined with the video autoplaying on everyone’s feeds, meant that the clickthrough rate was fabulous.
Sixteen months later, the video has resurfaced in a recut mix courtesy of Fatherly. They cut up various videos that we’d worked on with LUMO and made a kind of megamix with giant text across it explaining what the toy does…
…and it is currently just shy of 30 million views.
This is awesome. LUMO has renewed interest from parents and investors alike. And we are proud to say that our footage has contributed to their success.
We have learned a lot from watching Fatherly’s work, too. Text on video is hot right now, because people are increasingly watching videos on silent, and because some of these ideas are hard to communicate in any other way than text. And we think that a good social media push to networks like Fatherly are so important in building a network to launch ambitious projects, like the LUMO.